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  • Web

Marketing - Faculty & Research

experiment. Featured Case Hometown Foods: Changing Price Amid Inflation Case By: Julian De Freitas, Jeremy Yang, and Das Narayandas During the early part of the 2021 Covid-19 pandemic, Hometown Foods, a large seller of flour-based products, thrived as View Details
  • 23 Feb 2009
  • Research & Ideas

Creative Entrepreneurship in a Downturn

Whatever the headlines predict these days, there may still be good news for entrepreneurs. Many successful products, services, and pivotal ideas have been launched during an economic lull, according to Bhaskar Chakravorti, a senior... View Details
Keywords: by Martha Lagace
  • April 2021
  • Teaching Note

Drinkworks: Home Bar by Keurig

By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Consumer Products Industry; Consumer Products Industry; North and Central America; United States
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  • November–December 2020
  • Article

Lifting the Veil: The Benefits of Cost Transparency

By: Bhavya Mohan, Ryan W. Buell and Leslie K. John
Firms do not typically disclose information on their costs to produce a good to consumers. However, we provide evidence of when and why doing so can increase consumers’ purchase interest. Specifically, building on the psychology of disclosure and trust, we posit that... View Details
Keywords: Cost Transparency; Disclosure; Field Experiment; Cost; Trust; Consumer Behavior
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  • 08 Dec 2022
  • HBS Case

The War in Ukraine and Nestlé’s Moral Dilemma: Stay or Leave Russia?

join the growing group of international corporations, including Renault, Volvo, Boeing, ExxonMobil, and Microsoft, that were pulling out of Russia to punish the country and pressure its leaders. Schneider weighed the good Nestlé could do... View Details
Keywords: by Michael Blanding; Consumer Products
  • 14 May 2008
  • Research & Ideas

Getting Down to the Business of Creativity

a three-year study of 238 professionals from seven companies in the high-tech, consumer products, and chemicals industries. Without revealing the focus of their study, they asked the subjects (all of whom were working on projects... View Details
Keywords: by Julia Hanna; Retail; Apparel & Accessories; Fashion; Entertainment & Recreation

    Ananth Raman

    Ananth Raman is a professor in the Technology and Operations Management area where he has taught courses on various aspects of Operational Excellence—supply chain management, technology and operations management, and service operations—to MBA students... View Details

    Keywords: apparel; retailing; software
    • 18 Sep 2007
    • Research & Ideas

    How Brand China Can Succeed

    investors grows apace, there is just not enough preexisting brand equity among the world's consumers to inoculate Brand China against the current tide of negative publicity. What should China do? First, the central government must ensure... View Details
    Keywords: by John Quelch
    • Web

    Great American Business Leaders of the 20th Century - Leadership

    Stanley P. Goldstein Melville Corporation, 1987–1998 Samuel Goldwyn Samuel Goldwyn Productions, 1916–1959 Harvey Golub American Express Company, 1993–2001 Melvin R. Goodes Warner-Lambert Corporation, 1991–1999 James H. Goodnight SAS... View Details
    • 14 Feb 2022
    • Research & Ideas

    Curiosity, Not Coding: 6 Skills Leaders Need in the Digital Age

    order to get comfortable with the inevitable missteps and unconfirmed hypotheses of experimentation, leaders need a new attitude toward risk. Eschewing opportunities just to avoid failure is perhaps the riskiest position of all in the digital economy. In a View Details
    Keywords: by Linda A. Hill, Ann Le Cam, Sunand Menon, and Emily Tedards; Technology

      Edward B. Berk

      Ted Berk is the Barry and Teri Volpert Fellow and a Senior Lecturer of Business Administration in the Finance Unit at Harvard Business School. He teaches Private Equity Finance in the elective curriculum and Finance I & II in the required curriculum.

      Ted... View Details

      • 20 Aug 2007
      • Research & Ideas

      HBS Cases: Using Investor Relations Proactively

      How should a company deliver financial news—both good and bad—to a broad spectrum of stakeholders, including investors, customers, government, and environmentalists? Energy giants Total and BP have learned best practices through trial and... View Details
      Keywords: by Martha Lagace; Energy; Utilities

        V. Kasturi Rangan

        Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

        Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
        • 19 Apr 2016
        • First Look

        April 19, 2016

        is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’ preexisting fondness for brands and are the same regardless of when and whether View Details
        Keywords: Sean Silverthorne
        • 22 Feb 2024
        • Research & Ideas

        How to Make AI 'Forget' All the Private Data It Shouldn't Have

        There’s a virtual elephant in AI’s room: It’s nearly impossible to make the technology forget. And there are an increasing number of scenarios where consumers and programmers may not only want to remove data from a machine learning... View Details
        Keywords: by Rachel Layne; Technology; Information Technology
        • November 2024
        • Article

        Price Discounts and Cheapflation During the Post-Pandemic Inflation Surge

        By: Alberto Cavallo and Oleksiy Kryvtsov
        We study how within-store price variation changes with inflation, and whether households exploit it to attenuate the inflation burden. We use micro price data for food products sold by 91 large multi-channel retailers in ten countries between 2018 and 2024. Measuring... View Details
        Keywords: Macroeconomics; Inflation and Deflation; Price; Consumer Behavior; Personal Finance; Product Positioning
        Related
        • 09 Dec 2002
        • Research & Ideas

        Unilever—A Case Study

        The issue of control is examined, as is the related question of the "stickiness" of knowledge within large international firms. The discussion draws on a case study of the Anglo-Dutch consumer View Details
        Keywords: by Geoffrey Jones; Consumer Products; Consumer Products; Consumer Products; Consumer Products; Consumer Products
        • 2010
        • Working Paper

        Cognitive Barriers to Environmental Action: Problems and Solutions

        By: Lisa L. Shu and Max Bazerman
        We explore interventions at the individual level and focus on recognized cognitive barriers from behavioral decision-making literature. In particular, we highlight three cognitive barriers that impede sound individual decision making that have particular relevance to... View Details
        Keywords: Decision Choices and Conditions; Judgments; Consumer Behavior; Environmental Sustainability; Cognition and Thinking; Prejudice and Bias
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        • Web

        Podcast - Business & Environment

        infrastructure platform for resale. In this episode James describes why the company decided to handle physical goods rather than act as a pure marketplace, how ThredUp helps brands run their own resale channels, and how AI and automation... View Details
        • 14 Nov 2007
        • First Look

        First Look: November 14, 2007

        the early years of the 21st century. From a state-owned enterprise earning 97% of its revenue from television sets and other analog consumer electronics, Thomson had become a publicly traded company providing digital video services and... View Details
        Keywords: Martha Lagace